Caterpillar Inc. is an American Fortune 100 company famous for earth moving equipment. It had annual revenue of $2 billion before adopting new internal databases. After implementing 4 incompatible internal databases, Caterpillar researched external databases and adopted D&B and TRW, increasing customers to 110,000 and sales. They launched 2 new engines, increasing their market share 5% and continuing company growth in 2006.

1. Caterpillar : The pillar of database marketing
Submitted by: Presented by:
Ruchitha.C Ruchitha.c
Rajjat ambarchand patle
Pavan kumar B
Raksha Meshram
Royal Suresh chavhan
Submitted to :
Mervin Felix caleb

2.  Caterpillar Inc, American fortune 100 corporation company ,it
is famous earth moving equipment manufacturing company.
 Initial Revenue is $2Billion per year before database.
 After adoption of 4new internal database its not compatible
with each other due to internal issues of company.
 Later research and development works come up with 2 new
database in America are D&B(Dun and bradstreet) and TRW
database than SIC code technology adopted.
 Increase the number of customers 1,10,000 and sales 8000
mid range fleets,34,000 heavy duty fleets .
 They successfully launched 2 new engine, market share
increases 5% continue growth of company in 2006.

3. 1.Why caterpillar Inc always targeted high value customers ?
2.How D&B and TRW database works in caterpillar Inc company ?
3.How to adjust coming downturn in marketing of the product ?
4.How caterpillar became famous earthmoving equipment &
uniqueness ?
5.Which type of model utilised by caterpillar to accomplish the
value of customer ?

4. 1.They are the heavy machinery, initial cost is high
because using construction and mining works.
2.After marketing they provide part of service technical
guidance and diagnostic support to both vehicle
manufacturing service throughout life cycle of the
goods.
3.Adoption of marketing strategy like digital ads,
method demonstration in trade events ,sponsored
media post for sales.
4.Becoz it is given service offered throughout product
life cycle, cutting edge technology and expertise set
apart , and unique in service , safety, quality.
5.Operation and executive model action of integrity,
team work, commitment , sustainability

5. Reference:
Marketing Research an Applied Orientation by Naresh k Malhotra,
PRENTICE HALL OF INDIA Private Ltd.

6. Any questions?